Prof. Jen Shang
Certificate in Philanthropic Psychology
Be among the first to learn the new science of philanthropic psychology
Learned all you can learn from sector conferences and events? Looking to make a deeper connection with your donors and supporters? Wanting to apply the latest insights from psychology to inform your communications and build a world class donor experience?
If you can answer yes to any of these questions the new Certificate in Philanthropic Psychology is definitely for you.
We’ll teach you a new perspective on the role of fundraising, growing the love of others to grow giving. You’ll explore the concepts of identity and wellbeing and look at how to tangibly shift the nature of the donor experience simply by changing words in communication.
As we’ll demonstrate, in fundraising copy, words are not just words. They are the keys to unlocking a love of others and as a consequence, growing giving.
This is NOT a course in behavioural economics. Behavioural economics cares about how to get donors to take actions. Philanthropic psychology, by contrast, focuses on how those actions make people feel. Our research has shown that when people feel their giving is meaningful and overtime transformative to their sense of who they are, they give more and they give for longer.
So, the growth in giving delivered by philanthropic psychology is sustainable and powerful improvements in loyalty/retention will result. We believe when a donor journey can genuinely be designed using these principles, it can develop people into stronger supporters and increase the likelihood of a legacy/bequest.
Philanthropic Psychology for Fundraisers is an 8-week course consisting of 40 hours of university style learning, hosted online by Professor Jen Shang who pioneered the field of philanthropic psychology during her time at Indiana University and Prof. Adrian Sargeant who held the first Hartsook Chair in Fundraising at the Lilly Family School of Philanthropy at Indiana University.
You’ll listen to virtual lectures from the course team, undertake assigned readings, participate in group discussions and be encouraged reflect on your own professional practice. There are also self-test quizzes to test your learning and a practical 1500 word assignment at the end of the course for those who wish to gain the certificate.
This class is accredited for 40 CFRE Continuing Education points*.
View the Terms and Conditions (pdf).
Course Outline
Week 1: What is Philanthropic Psychology and what value can the study of it offer fundraisers?
Week 2: How can we define love in giving?
Week 3: Who are your donors? How does people’s sense of who they are drive giving?
Week 4: How does giving contribute to donors’ personal sense of wellbeing and how can we boost this?
Week 5: What is the best way to talk to your donors in order to grow their capacity to love others?
Week 6: How can you translate this knowledge into the design of a donor journey for your organisation, including thank-you communications, newsletters, upgrades and appeals?
Week 7: How can you double, triple and quadruple giving as a consequence?
Week 8: How does this way of thinking make a difference in how you think about your role as a fundraiser.
Cost:
£1664 plus VAT
Register now
*Full participation in Certificate in Philanthropic Psychology is applicable for 40 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.
*If you’re not a registered nonprofit or charity and would like to book a place, please email Emma directly: emma@philanthropy-institute.org.uk
“This course is the best thing I’ve done for myself professionally, pretty much ever. Transformational.”
- Lisa Sargent
“It was hard work but also a lot of fun, with some surprising insights along the way.”
- Sarah Lundberg, CFRE
“This course has been one of the best investments of my professional career.”
- Tim Sarrantonio
“Thank you so much for all your support and coaching throughout this course. It was eye opening and transformational! I appreciate you!”
“To everyone who wants to advance their knowledge in fundraising and drive deeper in the souls and hearts of our supporters, this is just the course where you’ll learn it all”
“It was one of the best educational experiences I’ve had in my decades-long career. I learned a lot. While the course is not inexpensive, it’s a fantastic value.”
“This is the best course I’ve ever done.”
“It’s been a challenging but super fun course and I feel I’ve put my mind, skills and knowledge to good use and also learned a lot! What a combo!”